AUSTRALIA: Indigenous Tourism Campaign Launched

Tourism Australia has launched a new promotion in Germany featuring Australia’s unique Indigenous tourism experiences.

The campaign, which runs until April 2016, will inspire travellers with the beautiful promotional film ‘Aboriginal Australia: our Country is waiting for you’ airing in premium cinemas in five major cities, through social media and in the German edition of Huffington Post.

A dedicated page on Australia.com has also been created to showcase Aboriginal tourism products that link to offers from distribution partners Boomerang Reisen and Dertour.

Specialist Australian travel agency Boomerang Reisen is supporting the campaign with consumer events, direct mailings as well as online advertising.

In addition, Tourism Australia is partnering with wholesaler Dertour, all Australian States and Territories with representation in Europe as well as Singapore Airlines on a self-drive campaign with a strong Indigenous focus.

Campaign elements include a supplement in one of Germany’s leading newspapers, billboard advertising, window displays in travel agencies as well as training to improve agents’ knowledge of Australia and bookable Indigenous product.

In March 2016, Tourism Australia will tour Germany and Paris with up to 12 Indigenous Tourism Champions to train Aussie Specialists and key distribution partners on Australia’s Aboriginal tourism offering.